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Archive for the ‘MOBILE MARKETING’ Category


As I was already posted some informations about mobile and adverising, in today s post I would like to show you real example of how mobile commerce could work to benefit for company.
In last post I posted some tips what to do for advertising in mobile devices, so lets see if it really works on example of cosmetics company Sephora.

This year, Sephora going to invest and focused to mobile shoppers and on all customers using mobile devices in daily life. And why?
Last year an amount of purchases through mobiles in Sephora increased 167% and eGift Cards did in 2012 a big profit to company and also fact that 50% of newsletters are opens from mobiles giving company information that with investing on mobile users, going by right direction.


Sephora s customer are ladies all age, but mainly young women spending many time on mobile and internet within, comparing products, browsing for gifts and shopping.

“Our shoppers are absolutely mobile shoppers,” said Johnna Marcus, director of mobile and digital store marketing at Sephora.
Sephora in 2013 is not going to focus only on shoppers, when purchasing through mobile is still a little new thing, customers could use Sephora app and website in mobile differently, but still with beneficially for company (and themselves). Company decided to focus on customers who are also „only“ browsing website while in store, reading reviews, watch „how to “ videos in procces of purchase decisions. Customers now could scan the 2D code on a product in-store to see ratings and reviews and other product-related information.
Mobile devices will be in Sephora also using as a loyalty cards instead of the papers one, so worrying about forgetting a gift card or losing it are gone.

“Sephora’s priority for 2013 is to continue to evolve our mobile capabilities to enhance our client experience in areas like Passbook, mobile gifts, our apps and new innovations.”
Johnna Marcus, director of mobile and digital store marketing for Sephora.

As you can see, even if people are not willing to make a purchase by mobile, there are many other possibilities how to make their shopping with you pleasure experience.


As I have already mentioned importartance of mobile marketing with increasing number of users, with improving of mobile advertising, location based advertising has a big future.

According to „Only 4% of the adult Internet-using population has utilized any kind of location-based service, and just 1% of all adults check-in to a location at least once a week. Regardless of the stats, marketers are still taking an interest in the new technology“

This type marketing increasing despite privaci issues, customers are still not very willing to give away personal info which make whole situation taught for marketers.
But not only customers, privacy is still big issue in law. For example you can not take any location info from kids under 13, because of Children’s Online Privacy Protection Act. Or every company has to protect very strongly all data they gathered physically and in electronic version.

Location based advertising is trying to be personalized and perfectly, straightly target their costumers and even if mostly they are not prepared to share information about place where they are, if marketers will give them valuable service and offers in exchange of the information, they will more likely to collaborate. For users it could mean delivering of content according their needs and works as a time saver. Another advantage could be immidiatelly delivering of special offers just then minutes from them! Imagine you are walking around and then you mobile tells you where in 10 metres is prepared you favourite coffee for best price or your favourite clothes shop just start with seasonal sales!

For example Starbucks is so far, that by their app customers can order coffee which will be in coffee shop while they arrived, because order was sent in advance by app into customer nearest store!

When more and more people purchasing by mobile, share photos and information, location based as will increasing.


As many more people has their mobile device everywhere they go with internet in, marketers want them target them inside these little machines. According to 2012 trends, in mobile marketing are tons of money without utilizing, in this area of marketing are obstacles where neither biggest companies has no strategy to overcome.
Marketing on mobile devices is obviously not same as ads on computer.

Biggest probem is propably sizing: See below ad on PC with lot of space.


Mobile ad is shrunk for one sentence, which make an ad on such a small area annoying anyway.


Not only sizing, but whole problem with ads on mobile is also where we are using mobiles. According to Jean-Louis Gassée ,when we are working  in front of a laptop , our attention is  focused and our time is committed. We know where we are and what we’re doing. Not so with mobiles, we are on the way, surrounded by many people, activities and are fragmented. Even of these bad news, every business should have mobile-optimized website as a minimum.

Another question, problem, coming with ads on smartphones is whether to marketing by website or app. Advantage of app is, that customers has to downoald it into cellphone, where it stays on users eyece all the time, while website has to search again everytime. With question which type of ad use is still here a problem that nobody can say which, if Apple apps or Google search platform will be more desirable in future when current situation with these giants is still uncertain. Apple is all about mobile apps, and Google is all about mobile web and marketers still does not know where to target.